Social Marketing and Public Health

Theory and Practice

Edited by Jeff French

Includes both theory and practice sections and provides a cohesive transition from theory to implementation

Standalone chapters are set out in a logical sequence, allowing for either quick reference of relevant sections or for the book to be worked through systematically

Includes practical checklists, support networks, chapter-by-chapter learning objectives, and a guide to other resources

Real-world examples and review exercises provide excellent revising tools and illustrate how theory is used in practice

New to this Edition:

Updated to reflect the latest theory of both public health and social marketing

ew case studies from developed and developing countries offer a global perspective on theory and practice

Additional sections on related theory and practice; including the use of social franchising and digital marketing to improve health chapters

Highly Commended in the BMA Book Awards 2018

Social Marketing and Public Health

Theory and Practice

Second Edition

Edited by Jeff French

Description

The last ten years have seen tremendous advances in the theory and practice base of social marketing globally. Social Marketing and Public Health: Theory and Practice introduces new conceptual models and approaches to influence behaviour that promotes health and prevents disease. This new edition moves the book's focus to a globally-relevant approach to the application and evaluation of social marketing, and includes a range of international case studies. In addition to coverage of key concepts and techniques in social marketing, this book contains chapters on areas such as marketing on a budget, ethical issues, and incorporating digital and social media platforms into social marketing strategies.

A practical 'how to' guide; Social Marketing and Public Health empowers citizens by understanding their needs and working together to create healthy communities. It sets out a compelling case for a more citizen, patient, or client-focused approach to promoting health and preventing disease, which is the core of good social marketing practice.

Written by international experts in the field, this book is a useful guide for public health specialist planners and policy makers, social marketing organisations and professionals, and students and academics in these fields.

Social Marketing and Public Health

Theory and Practice

Second Edition

Edited by Jeff French

Table of Contents

1: The case for social marketing in public health, Jeff French 2: Key principals, concepts, and techniques of social marketing, Jeff French 3: Social marketing planning, Jeff French 4: Evaluation of social marketing programmes, Adam Crosier and Dominic McVey 5: Social marketing and public health strategy, Jeff French 6: Behaviour and how to influence it, Jeff French 7: Generating insight and building segmentation models in social marketing, Dominic McVey and Adam Crosier 8: Commissioning social marketing, Jeff French 9: Social marketing on a small budget, Jeff French 10: Building social programme coalitions, Jeff French 11: Ethical issues in social marketing, Lynne Eagle, Stephan Dahl, and David Low 12: Using digital and social media platforms for social marketing, Melissa K. Blair 13: Social franchising: Strengthening health systems through private sector approaches, Julie McBride, Kim Longfield, Dana Sievers, and Dominic MontaguIndex

Highly Commended in the BMA Book Awards 2018

Social Marketing and Public Health

Theory and Practice

Second Edition

Edited by Jeff French

Author Information

Edited by Jeff French, CEO Strategic Social Marketing, Visiting Professor, Brighton University Business School, and Fellow, King's College, University of London

Professor Jeff French is a global thought leader in the fields of behavioural influence, social marketing, social programme planning and social communication. In addition to his visiting Professorship at Brighton University and Fellowship at Kings College, University of London, he teaches at six other universities on a regular basis. He is the author of four books and over 90 academic papers, guides, and training manuals, is a member of several national and international policy committees, and sits on the editorial board of four professional journals. Having worked in over 29 countries, Jeff has just completed the first professional technical guide to Social Marketing for the EU European Centre for Disease Control. He also leads the social marketing component of the European Ecom Programme, organises both the European Social Marketing Conference and World Social Marketing Conference, as well as an often working for the WHO in a consultant capacity.

Social Marketing and Public Health

Theory and Practice

Second Edition

Edited by Jeff French

Reviews and Awards

"For those with an interest in the field and a need to develop improved theoretical and practical knowledge, this text is good value and a useful addition to the bookshelf." - Steven Boorman, Occupational Medicine

Highly Commended in the BMA Book Awards 2018

Social Marketing and Public Health

Theory and Practice

Second Edition

Edited by Jeff French

From Our Blog

When marketing is used in government, its impact is often limited because it is dogged by a short-term, fragmented approach influenced by political time cycles. Government marketing is often characterised by an overemphasis on broadcast communications, including digital platforms, to the exclusion of a more citizen-centric approach focused on listening, relationship building, and social networking.

Marketing is an approach to social programme design and delivery that should underpin how governments and not-for-profit agencies develop and select policy, shape how services are delivered, and build sustained partnerships with citizens and other stakeholder organisations. However, marketing is a very often misunderstood and misapplied within Government